Via Danger Room, it appears the Blackwater private security company has gone in for a bit of cynical rebranding:

Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticized work in Iraq, renaming its family of two dozen businesses under the name Xe.

The parent company’s new name is pronounced like the letter "z." Blackwater Lodge & Training Center — the subsidiary that conducts much of the company’s overseas operations and domestic training — has been renamed U.S. Training Center Inc., the company said Friday.

Because no one who works for The Letter Z would ever open fire on a group of civilians around a Baghdad traffic circle, right? Is there a point at which something stops being cynical and just becomes pathetic? My hat is off to whatever consulting firm fleeced Blackwater to come up with this rebranding.

Crossposted to The Streak.